Understanding the Effects of Service Experience in Online-to-Offline Services

Background: As digital technologies and omnichannel strategies continue to evolve, the retail industry is witnessing a shift from multichannel to omnichannel approaches, with online-to-offline (O2O) services emerging as a significant trend. This study investigates the impact of O2O services on consumer behavior, focusing on how online service experiences influence brand image and offline purchase intentions. Method: The study used an online questionnaire to collect data from individuals who have experience using O2O services. The target respondents are those familiar with both mobile apps and physical stores. Starbucks was chosen as an example. A total of 204 Starbucks customers were surveyed to assess their online service experience, brand image, satisfaction, and offline purchase intentions. PLS-SEM was used to evaluate the hypotheses presented in the research model. Results: The results indicate that (1) online service experience positively influences brand image, online satisfaction, and offline purchase intention; (2) brand image enhances both online satisfaction and offline purchase intention; and (3) online satisfaction further drives offline purchase intention. Conclusion: This study fills a gap in the literature regarding online service experience with O2O services contributing to offline purchase intention. We discovered the importance of online service experience and brand image in O2O services. These results are important for practitioners especially in retailing industry.